Now, you might think that making a product that isn’t terrible should be so obvious to every company on the planet as to almost be nonsensical. Indeed, who would ever advocate building a product that sucks? But the fact is: many products do suck. How can something so obviously important and universally recognized by so infrequently accomplished? It’s a surprisingly complex question. But I think it all boils down to variations on a single, simple answer: it is much, much easier to build a product that sucks than one that doesn’t. Here are some reasons why that is true (and what you can do about it):